WSU Extension

Extension Identity Program

Identity Toolkit - Photography

PhotographyPhotography should be employed strategically to reflect the brand promise and brand drivers through images that demonstrate and illustrate:

  • World Class Educators
  • Premier Educational Experience
  • Leading Research for Innovative Change
  • Leveraging Partnerships for Community Change
  • Driving Sustainable Economic Development

The brand employs two distinct types of images: primary brand images and supporting images. Primary brand images take center stage in representing the brand on covers, top-level web pages, stand-alone materials, and as principal imagery in long-form publications. Supporting images are used in subordinate roles.

Primary brand images

Featured Extension Educators Series I (right to left, top to bottom)

  • Don Meehan
  • Craig MacConnell
  • Sue Butkus
  • Richard Dougherty
  • Curtis Hinman
  • Vikram Yadama
  • Dee Christensen and Monica Babine
  • Janna Ferris
  • Joe Harris
  • Drew Betz

The primary imagery serves as the visual entrée into the story about WSU Extension’s various
strategic areas of focus. The imagery conveys, in an interesting and unexpected fashion, an
aspect of the challenges WSU Extension addresses—either by conveying the outcome or
purpose of the program, or by portraying the root of the issue.

The high-concept, high-quality style of portraiture presents the image of a world-class endeavor
with top-notch individuals. Typically, emphasis is on the program innovator or innovators
and captures the drive, personality, inspiration, and creativity of these individuals in an eyecatching,
program-related location. While program-related, the locations are not necessarily
the physical expression of where the program takes place. Sometimes a metaphorical
expression of the work tells the story more powerfully. In all primary images, subjects directly
engage with the audience. With rare exception, additional context will be provided by short,
attention-catching copy placed in the photo.

Supporting imagery

Supporting imagery takes two forms and builds upon the visual story the primary imagery
begins. One level of imagery adds the hands-on, in-the-field experience of WSU Extension’s
work. This imagery has a photojournalistic feel, but the action is strategically directed to best
represent the nature of the program.

The other type of supporting imagery iconographically portrays the tools employed by the
Extension program.

Adapted from Washington State University Extension—Brand Toolkit™© 2007 Educational Marketing Group, Inc. All right reserved. Printed in U.S.A.

Secondary content using h2 tag.

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Heading using the h3 tag

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Publications & Printing, Cooper Publication 2 BA, PO Box 645912, WSU, Pullman WA 99164-5912, 509-335-2932, Contact: Gerald Steffen